Code: | EIG0031 | Acronym: | MK |
Keywords | |
---|---|
Classification | Keyword |
OFICIAL | Marketing and Strategy |
Active? | Yes |
Responsible unit: | Department of Industrial Engineering and Management |
Course/CS Responsible: | Master in Engineering and Industrial Management |
Acronym | No. of Students | Study Plan | Curricular Years | Credits UCN | Credits ECTS | Contact hours | Total Time |
---|---|---|---|---|---|---|---|
MIEIG | 88 | Syllabus since 2006/2007 | 4 | - | 6 | 56 | 162 |
The main objective of this discipline is to transmit the students basic knowledge in the area of Marketing to allow them (i) to understand the importance of the customers approach in the success of Enterprise Strategies and (II) to elaborate a Strategic Marketing Plan. It is also aimed to endow students with real enterprise experiences and techniques, so that the beginning of their professional career should be done in an easier way.
At the end of the frequency of this course students should be able to (i) understand the business area of a company, (ii) analyze the competencies of the Company in their approach to their respective markets, (iii) identify the adequated positioning and the importance of the differenciation in competitive markets, (iv) build a Strategic Marketing Plan. Students learn by working in groups, applying and developing the concepts of marketing in real cases.
Introduction and Concepts. Its application in Business Strategies. Core Business and strategic direction. Marketing versus Sales, conflicting or complementary? Context of Marketing in the Global Market. Market, Selective and Primary Demand. Consumer Behavior in the consumer and industrial markets. The Purchase Process and Industrial Marketing: actors, their roles and motivations. Market Research: methodologies and difficulties. Marketing Services and its specificities. Segmentation parameters and selection of the Target Group. Positioning and differentiation for a Marketing Strategy. Interaction of resources - the Mix. Policies: PRODUCT (Brand and Packaging); SERVICE (SERVQUAL model); PRICE; DISTRIBUTION and COMMUNICATION (Communication Plan and Sales Force). Preparation of a Marketing Plan. Globalization and International Marketing. The e-marketing.
In this course unit concepts are introduced gradually along with discussion of real cases. To achieve this objective students are invited to form working groups. Those working groups are composed by 3-4 students, who follow the evolution of a company of their choice through small assignments to be discussed during classes. Besides students will be asked to develop a Plan of Strategic Marketing for the Company.
Designation | Weight (%) |
---|---|
Defesa pública de dissertação, de relatório de projeto ou estágio, ou de tese | 10,00 |
Exame | 60,00 |
Trabalho escrito | 30,00 |
Total: | 100,00 |
Designation | Time (hours) |
---|---|
Elaboração de projeto | 20,00 |
Elaboração de relatório/dissertação/tese | 15,00 |
Estudo autónomo | 48,00 |
Frequência das aulas | 56,00 |
Trabalho de investigação | 10,00 |
Total: | 149,00 |
The Marketing is learned living it. Thus the presentations of the individual and group works and respective participation in lesson are important conditions to be admitted to exams.
Practical assignments- between 40 and 70%. Final examination - between 60 and 30%. Whenever the students number will allow a deeply follow up the individual work will have a higher grade in the final evaluation.
Final assignment (report and presentation) is expected to be useful for the companies. It something that is taken into account in the assessment.
Presentation of individual work and its defense (40%). Final exam (60%).
Examination: Recurso (Resit exam)